Canned Speech: Selling Democracy in the Phonographic Age

Susan V. Spellman and John P. Forren

Enterprise & Society, 2024, vol. 25, issue 2, 512-535

Abstract: The phonograph presented American presidential aspirants with an opportunity to surmount eighteenth-century campaigning standards and meet the challenges of an expanding democracy and electorate. Thomas Edison’s invention—with its corresponding records—arguably was the first mechanical media technology to find its way into political campaigning on a mass scale. By 1908, canned, recorded speeches were poised to become a marketable alternative to soliciting ballots in person while also facilitating a candidate’s direct engagement with voters, thus enabling contenders and media firms like Edison’s National Phonograph Company to curate personas that were sold both commercially and at the polls. As a result, the phonograph’s practical role allowed the public to hear candidates directly and in their own words, marking an important but underrecognized step forward in the democratization of access to information (and the concomitant risk of manipulation and distortion that came along with it) that one finds in today’s social media.

Date: 2024
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